Greenpeace, the Yes Men and the inside story of #ShellFail

Last Thursday somebody on Youtube called "kstr3l" posted a video from his phone of a Shell PR event gone horribly, hilariously wrong. By Friday afternoon it had already been watched 500,000 times, and was making the rounds with the tag #ShellFAIL. Then journalists who had covered the story received a threatening email to cut it out, calling the whole thing an environmental activist hoax and directing people to a website about the company's arctic oil drilling plans.

The event was a hoax, and so was the follow-up email and the website with its often hilarious-if-it-wasn't-true fake Shell marketing copy. From the ArcticReady.com homepage: "That's why we at Shell are committed to not only recognize the challenges that climate change brings, but to take advantage of its tremendous opportunities. And what's the biggest opportunity we've got today? The melting Arctic."

This is the backstory.

With help from the Yes Lab we built a special Arctic Ready website for Shell, which houses our new advertisements, plus a tool for you to create your own. Take a moment to choose a picture and add your own message – there are some great ones up already. We’ve even built a charming kids’ game – Angry Bergs – to keep the littl’uns happy. Watch the dollars flood in as you protect your oil platform from those pesky natural hazards. Unsinkable.

But the centerpiece of the campaign was a gala event we created to give Shell’s drilling rigs (which are currently docked in Seattle) the send off they deserved. We hired the Skyline room at the Space Needle, invited a host of local energy leaders, and brought in a large team of actors. The piece de resistance was a beautiful ice sculpture which rested in a bath of cola next to a scale model of the Kulluk drill rig.

But something went horribly, hilariously wrong. As our guest of honor turned on the spigot to get the black gold flowing, there was an uncontrolled blowout. Sadly, in such a remote setting no one had the right equipment to deal with it. The elderly lady who caught the spurt full in the face was supposedly the widow of the rig’s original designer – but it was actually 84 year old Occupy activist Dorli Rainey who was pepper sprayed last year. Shell’s harried reps did their best to contain the unfolding PR disaster, but alas the footage somehow got out. The resulting video has been viewed over half a million times already, generated a dubstep remix and sparked an entirely new brand: #shellfail

I don't have a problem at all with this campaign - in fact I think it's hilarious. Shell and other large corporations are big enough to take ...

I don't have a problem at all with this campaign - in fact I think it's hilarious. Shell and other large corporations are big enough to take a hit like this, and if this is the kind of action that makes people take notice, then it's the right kind of action. Playing "fair" doesn't seem to work, and most big corporations don't play fair anyway. How many activists have actually been murdered for standing up to big corporations? (Google Ken Saro-Wiwa if you want an example directly relating to Shell). Next to what the big corporations do, Greenpeace's actions are incomparable. Good on you Greenpeace!

Post a comment

OPTIONAL: Register to avoid filling out forms each time you post a comment
Sign Up Here
login via Facebook or Google

(Unregistered) Giddy
says:

I've always considered Greenpeace to be a highly ethical company, set up not only to protect the earth but to protect people and treat them with d...

I've always considered Greenpeace to be a highly ethical company, set up not only to protect the earth but to protect people and treat them with dignity. Perhaps Shell are not a dignified company and maybe they really are the bad guys of the oil industry, but this fake advertising makes a mockery of whatever high moral ground Greenpeace had managed to claim and sends out the message that you are happy with online bullying, fraud and are not credible in your actions. This has the smell of one of PETA marketing campaigns (which to me is a highly doubious and sleazy organisation) and if this what we can expect from a company that's suppossed to be protecting and saving the earth, then I don't want you to be our saviour. You can also forget any regular donations from now on too.

Post a comment

OPTIONAL: Register to avoid filling out forms each time you post a comment
Sign Up Here
login via Facebook or Google

(Unregistered) Richard1976
says:

Nada Troll:

Nope, sorry, you're mistaken.

Here in the UK, this story has only just broken (in a significant way). Twitt...

Nada Troll:

Nope, sorry, you're mistaken.

Here in the UK, this story has only just broken (in a significant way). Twitter has picked up on the fact someone - possibly Greenpeace - is using a fake Shell account to issue fake threats of legal action, and lots of people are tweeting about it (generally negatively). There's also been an article on the subject in a magazine called the New Statesman.

The link to this blog has been reasonably widely publicised, and that's why people are suddenly "flocking" here. It's not an organized campaign, it's just the power of social media.

It's a shame that you've dismissed us as frauds, rather than paying attention to our genuine concerns. But, hopefully, Greenpeace itself won't make that mistake. EoinD: it's time for a substantive response.

Post a comment

OPTIONAL: Register to avoid filling out forms each time you post a comment
Sign Up Here
login via Facebook or Google

(Unregistered) edwarrd
says:

*boohoo you tricked us, how unethical, no more donations* C'mon people(/trolls).. do you think an endangered species gives a damn about moral high...

*boohoo you tricked us, how unethical, no more donations* C'mon people(/trolls).. do you think an endangered species gives a damn about moral highground? The end more than justifies the means. Sort out your priorities.

Well done GP - creating an effective and engaging viral awareness raising campaign is no easy feat. Tip of the hat to you.

Post a comment

OPTIONAL: Register to avoid filling out forms each time you post a comment
Sign Up Here
login via Facebook or Google

(Unregistered) David
says:

Are people REALLY comparing a satire website with ENVIRONMENTAL DESTRUCTION and wide-spread devastation?

Folks, if you believe in the mis...

Are people REALLY comparing a satire website with ENVIRONMENTAL DESTRUCTION and wide-spread devastation?

Folks, if you believe in the mission of Greenpeace, you know how dangerous the actions of Shell, BP, and other large oil companies are. You know that they are literally destroying species of plant and animal life.

I hardly think a satire website puts anyone in the same category as a group that is profiting in the billions on the deaths, misfortunes, and miseries of others.

Post a comment

OPTIONAL: Register to avoid filling out forms each time you post a comment
Sign Up Here
login via Facebook or Google

(Unregistered) CJM
says:

This is pathetic, years of support honed through courageous and valiant efforts to have your point heard gone in an instant. Are you seriously comfor...

This is pathetic, years of support honed through courageous and valiant efforts to have your point heard gone in an instant. Are you seriously comfortable with portraying lies in the media, you’ve lost any moral high-ground you earned.

I am, and now WAS a greenpeace supporter, donating every month as you stood for what you believed in. I have cancelled my payment, i cannot support imbeciles.

Post a comment

OPTIONAL: Register to avoid filling out forms each time you post a comment
Sign Up Here
login via Facebook or Google

Valeria
says:

Go Greenpeace!! and yes some comments here are obviously not from greenpeace donors! but Shell people, go back to work on the last massive drillship i...

Go Greenpeace!! and yes some comments here are obviously not from greenpeace donors! but Shell people, go back to work on the last massive drillship in Alaska instead of being here putting comments!
calling greenpeace a ´company´and writing the name in the wrong way... any person who knows Greenpeace and support greenpeace would find this hilarious!
Im a donor for 9 years and Im proud of this!!

But good to get this reaction, that means that Greenpeace is doing something good!